Search

The purpose of this study is to confirm the effect of the expanded marketing mix factors of hair shop on customer citizenship behavior. This study was attempted to verify through the mediating effect of perceived value and the moderating effect of personality type in this influence relationship. Data collection in this study distributed 310 questionnaires, and 271 copies were used for the final analysis. the main analysis results derived through data analysis are as follows. First, it was found that the expanded marketing mix had a significant effect on perceived value and customer citizenship behavior. Second, among the expanded marketing mix factors, People and Evidence factors had a positive effect in common on perceived value and customer citizenship behavior. Third, the perception of perceived value in the influence relationship between the expanded marketing mix and customer citizenship behavior shows a mediating effect. In addition, it was found that introverted personality had a positive (+) moderating effect on the path of increasing customer citizenship behavior. The results derived through this study would have helped the hair shop marketing plan and basic data acquisition. In other words, it's important to have an outgoing customer who directly requires the requirements, but paying more attention to less expressive introverts is more effective at boosting customer’s citizenship behavior.

4P mix(Product, Place, Promotion, Price) was mainly used as a marketing mix strategy for manufactured goods. However, in the service industry, in addition to this 4P mix, the need to add 3P mix (Physical Evicence, People, Process) has emerged due to its characteristics. These service marketing 7P mixes are applied and implemented in various ways to the beauty industry. This study was attempted based on these service marketing 7P mix elements. In other words, the purpose of this study is to verify which of the 7P mixes elements of service marketing for beauty industry affects the customer's preference behavior and experience satisfaction. Data collection for this study was conducted through a survey of people who have used beauty salon. Structural equation analysis was conducted using the statistical program AMOS & SPSS with the collected data. As a result of the test of this study hypothesis, it was found that ‘People’ factor had the highest positive effect on customers' preference behavior and experience satisfaction. In future studies, more extended research that can be variables that can effect on customer's preference behavior and experience satisfaction needs to be attempted.

The purpose of this study is to explore the influencing factors on customer loyalty in terms of service recovery in beauty service field. In a fiercely competitive environment, if a service failure fails to meet customer expectations and needs, what service recovery efforts can have an effective and positive effect on securing customer satisfaction and loyalty. To achieve the purpose of this study, the analysis was conducted based on the collected data of 271 consumers with experience using beauty services. As a result of the analysis, among the factors of recovery equities, the factors of handling equity and information equity showed a significant influence on recovery satisfaction. And service recovery satisfaction confirmed the role of service recovery as a mediator in the relationship between equity recognition and customer loyalty. This study is meaningful in that the equity of service recovery was set as an influence variable for customer loyalty. However, in order to expand the generalization of the results of this study, It seems necessary to balance the subjects and expand the influence variables in subsequent studies.